Most businesses, even some of the world's biggest, aren't deliberately designed but instead evolve out of an entrepreneurial idea, which is further tweaked over time - what I call an organic business. Most of us try to get by with such businesses - in Australia that's called "She'll be right", in other words whatever is wrong with the business will correct itself in time. That's not necessarily a bad thing, and it works out for some of us. But a little design goes a long way. In this book, we're going to explore how to deliberately design and build your best business for growth in the first five steps of our Design for Growth coaching model and how to design your best life in the sixth and final(-ish) step. "-ish"? In our approach you don't stop tinkering with your business or your work-life. You always be fine tuning both. We're going to look at how to unpack your business on both the revenue and cost sides of your model. We'll look at how to identify the political, economic, social and technological trends that are driving your businesses present and future. Competitive intelligence is all about building your awareness of where your business sits in the markets and segments that you operate in. We'll then look at how you evaluate your position. Based on that evaluation we look at how you can redesign your business for growth by manipulating the building blocks that comprise your revenue streams and cost structure. With the remodelling started, we then look at how you can best manage your personal cash, assets, and life in general to better integrate work with life.